Press campaign to create awareness of Honda’s range of Sport ATVs.

Soichiro Honda is quoted as saying that success is 99% failure. Our long copy ‘poems’ explain that Honda embraces the fear you feel before a race, turning it into a positive energy to help you win. We turned the negative words associated with failure into bright, fun illustrations to be celebrated.

I created the look and feel for the campaign using the Fear and Failure ads. I then oversaw my junior designer at the time, as he created the Pain and Almost executions.

The campaign won silver for press at the DMA awards.